It was in the original deli that Richard Hellmann tied a blue ribbon around his best mayonnaise, and this was what sparked our creative idea, ‘born in the deli’. Our new identity returns Hellmann’s to the honesty of its 100 year old roots. The simplified logo pays homage to the authentic hand-painted windows of Richard’s original deli. Although the Columbus Street store may have closed its doors long ago, Hellmann’s has never forgotten its humble origins.

To refresh the packaging, we took inspiration from historical labels and items found in the original delicatessen such as deli tickets, food crates and food wrapping materials.

Having uncovered the brand’s truth, we created an identity and packaging that reflects the authenticity, heritage and quality of the Hellmann’s today. It's a result that changes perceptions, helping to move Hellmann’s from a mayonnaise range to an authentic condiments and dressings brand.

Beautifully imperfect detailing captures the warm, welcoming realness of the deli and the pleasure that comes from enjoying good food. Our label echoes the shape of a counter service ticket torn from a paper reel, and features a texture that reminds you of unwrapping a delicious, freshly-made deli sandwich. The new handcrafted typeface is a nod to the in-line lettering seen on Richard’s original deli store windows.

Refining the synthetic colours of old, our new palette is far more natural; the synthetic yellow has been replaced with Hellmann’s Ochre, and the bright blue is now Hellmann’s Blue, inspired by the colour of that original blue ribbon.

The packaging for premium product innovations, including a line of mayos that contain healthier oils and ketchups made with the green tomatoes, elevates and extends Hellmann's offer beyond the core range it is so well known for.

On-trade visibility is key for food service brands like Hellmann’s, so we created three ramekins designed to enhance the chip-and-dip experience. We also designed a set of handcrafted table caddies that embody the Hellmann’s values of ‘made, not manufactured’. With wit and charm, the spade handle represents Hellmann's commitment to farm-sourced ingredients.

Our identity and signage for ‘Blue Ribbon Farms’ celebrates the farms and farmers that supply the quality ingredients used in Hellmann's products.

The Hellmann's brandworld now reflects the honesty, warmth and simplicity of the brand. Conveying the welcoming experience of visiting a deli, Hellmann's now celebrates its unique provenance and its pledge to using 'real', responsibly sourced, quality ingredients.